Definition
GA4 (Google Analytics 4) is Google's analytics platform where all measurement is built around events rather than page views, and where web and app can be measured in a single property.
Also called: GA4, Google Analytics 4, AnalyticsMake events usable.
- 01 / Event
- Describe what happened with a stable name and relevant fields.
- 02 / Validation
- Validate value, currency, ID and consent before forwarding data.
- 03 / Use
- Use consistent data in reporting, segmentation and optimisation.
01Describe what happened with a stable name and relevant fields.
Event-based rather than page views
Where the old Universal Analytics thought in sessions and page views, GA4 thinks in events: a page view, a click, a purchase. Everything is an event with parameters. That gives you more flexible, funnel-oriented measurement and unifies web and app in one model. But it also means the quality depends entirely on how events and conversions are set up.
GA4 is strong for understanding behavior and building funnels, but it shouldn't stand alone as the verdict on ad performance. Its attribution has the same blind spots as any other model. We use it for insight into the customer journey and validate budget decisions against MER and incrementality.
Frequently asked questions
What's the biggest difference between GA4 and Universal Analytics?
GA4 is event-based (everything is an event), where Universal Analytics was session- and page-view-based. GA4 also unifies web and app and is built for a more privacy-conscious, cookieless future.
Can I steer ad budget by GA4?
Use it for insight into the customer journey and funnels, but not as the sole verdict. GA4's attribution has the same blind spots as other models. Validate budget decisions against blended numbers (MER) and incrementality.
From insight to action
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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